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EMERGING TECHNOLOGIES


MARKETERS' GEN-AI PRIORITIES FOR 2024


BRANDS EXPECT PROGRESSION IN AGENT AI, MULTIMODALITY EFFORTS AND REGULATION

Marketers need to invest in structuring reams of data from gen AI.Adweek/Getty
Images
By Trishla Ostwal

December 18, 2023

Don’t miss the Sports Marketing Summit early-bird sale! Sign up by Jan. 8 to
save 50% on your pass to Adweek’s event for exploring new opportunities for
winning marketing campaigns.

As the generative artificial intelligence hype cycle cools down from the launch
of ChatGPT last November, marketers’ expectations for the technology in 2024
will extend beyond simple chats to decoding client briefs and gathering
real-time data on campaign performance, as well as cleaning up reams of
unstructured data.

How Zipcar’s Gen AI Campaign Drove Brand Awareness and Site Visits



“In 2024, we will see gen AI used to create efficiencies in three main areas of
marketing: enhancing the creative process, furthering personalization and
bringing greater precision and sustainability to the media buying process,” said
Raja Rajamannar, Mastercard’s chief marketing and communications officer.

Here are key focus areas for the year ahead.



BRANDS BUILD AGENT AIS

Loosely defined, agentic AI elevates gen AI beyond the chatbot to perform tasks
on behalf of a person, mirroring the behavior of a real-world agent.

OpenAI launched its Assistant API and GPTs in November, letting developers
create AI-based agents to understand queries and complete actions. Ultimately,
this development will facilitate direct interactions between potential consumers
and brands.

“These agents are like little minions who, based on your query, will come back
with answers or complete them,” said Michael Liu, head of innovation for media
company Carat.



> Business models are yet to be worked out and are all new territory.
> 
> Glenn Derene, senior director of content strategy, Consumer Reports

Travel brands like Expedia or United Airlines, which already provide comparison
services through third-party agents, will likely be early adopters of agent AI
on their websites. Someone planning a holiday in Greece could use the gen AI
agent to compare hotel and plane prices, check the weather and convey
preferences such as a desire to save money. Eventually, the AI agent would share
a customized itinerary and complete the booking on their behalf.

This could open up new models for niche or specialized publishers, A travel
publication with local information and user reviews contains rich source
material for an AI travel booking and concierge service.

“Combine that content with an AI agent that customizes travel plans, and you can
automate and book custom travel itineraries based on user preferences,” said
Glenn Derene, senior director of content strategy at Consumer Reports. “However,
business models are yet to be worked out and are all new territory.”



Continue reading

MULTIMODALITY AND MANAGING UNSTRUCTURED DATA

Multimodality, a term gaining prominence with Google’s release of Gemini,
involves combining different types of prompts—text, video and audio—into a large
language model both as input and output.

Companies like Adobe’s Firefly are already exploring text-to-image capabilities.
However, with multimodal approaches, brands can extend to include image-to-text
capabilities, combining existing visual assets with predictive AI to accomplish
tasks like image captioning, composing emails, generating ad content and
creating highly relevant ads.

Google’s AI Model Gemini Spurs Fresh Concerns Among Publishers



“[This] is the next evolutionary step on the different ways one can use AI to
either create outputs or leverage specific types of inputs,” said Jay Wilder,
vice president of product marketing, marketing cloud at Salesforce.



Product-driven brands, like retailers or cosmetics, will benefit from this.
Someone who bought a faulty couch from Ikea can take a picture of a damaged
product and use the application to seek the right assistance, with the AI
providing instructions on how to fix the problem.

However, companies will first need to pay more attention to structuring their
amorphous data, noted Wilder.

SOME MOVEMENT TO REGULATE AI

The European Union was the first region to pass comprehensive AI rules, set to
come into force in 2025. However, the hiatus before the EU law comes into
effect, coupled with the election season in the U.S., means that publishers,
brands and ad-tech partners need to be vigilant with challenges around privacy,
intellectual property and bias mitigation.



The U.S. Department of Commerce could form an agency to audit AI firms in order
to ensure that they follow ethical standards and regulations that protect public
interests, said Milan Kordestani, CEO at Ankord Labs.

“These audits might focus on evaluating the impact of AI technologies on
societal stability, economic disruption, misinformation, assessing the impact of
biased LLMs and ensuring that large companies are not exacerbating social
inequalities or compromising privacy and security,” Kordestani added.


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TRISHLA OSTWAL

 * @trishlaostwal
 * trishla.ostwal@adweek.com

Trishla is an Adweek staff reporter covering tech policy.

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